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Glenfiddich takes travellers into the Mind of a Malt Master – Starting at Paris CDG

Travellers flying from Paris Charles de Gaulle Airport can experience a Glenfiddich distillery tour with a difference as William Grant & Sons debuts a new virtual reality experience.

Whisky enthusiasts will have the opportunity to visit the distillery using virtual reality (VR) technology in an experience called ‘Journey into the Mind of the Malt Master’.

The VR experience created by Space called “Journey into the Mind of the Malt Master” immerses viewers into the heart and soul of the Glenfiddich distillery.

The experience highlights the craft of the single malt whisky production as well as taking users into the distillery. They will get to see steaming copper pot stills slide past, fermenters drop down and thousands of casks in the warehouse build up around them.

Glenfiddich will use the VR film in a series of experiential tasting events to be run in leading bars and travel retail environments across the world throughout this year.

The first event launched in June at Paris Charles de Gaulle Airport.

The film will also be featured online and across the brand’s social channels.

Ifan Jenkins, global brand marketing manager for Glenfiddich said: “Glenfiddich as the single malt Scotch whisky that created the category as we know it today is renowned for pushing the boundaries of whisky convention and this distillery tour continues that rich vein of innovation.

“Using cutting edge VR technology allows us to immerse whisky drinkers from all over the world in the Glenfiddich story and our Dufftown home to create a truly memorable experience and showcases how we’ve mastered the art of whisky making.”